How to Build Customer Loyalty for the Beauty Industry

The beauty industry is worth $532 billion, and it is an industry that will be evergreen no matter how poorly the economy swings. In fact, Juliet Shor, a professor in her book ‘The overspent American,’ writes that even when times are tight, consumers will indulge in luxuries like cosmetics as it gives them an emotional lift. She called this ‘The lipstick effect.’

In the beauty industry, customers are more likely to be loyal as the effect of one product on their bodies might be completely different from another. Customers will stick to a product that works for them and might be averse to trying something new as they are not sure about experimenting on their skin. But you can always make them change sides and stay with you if you have a solid?customer loyalty program?working wonders for you.

But there are still problems with brands struggling to increase loyalty because there is no direct relationship with the customer as the purchase channels are not always the same. This is where the online space comes in where you can study the behavior of your customers, push content that is relevant to them, and use?customer loyalty program like that of 99minds?to bring in more loyalty.

Here is how you can build loyalty in the beauty industry:

1. Offer sample products:

Nothing works like giving free samples of your product, especially in the beauty industry. It is the type of product that customers would want to feel, smell, and see before taking the plunge.

Here is what you can do for every order that you get:

• Offer a small sample of your product
• Suggest products that you think might be useful for them and offer them at a discounted rate
• Invite them to try it out at your physical outlet for free

You can also use this technique to get feedback about your new products. It is a win-win for everybody. Getting feedback from your customers is extremely important as they are the ones who are using your product and would be able to tell clearly how the product can be improved.

If giving samples to each of your customers might not be a viable option, then only send it to customers who have become ‘Exclusive; or ‘VIP’ customers. They could be the ones who religiously complete your surveys, engage with you on your social media platforms, etc. When you offer rewards like this, it will create a sense of excitement in their minds when it comes to your brand. The phenomenon of free samples play on the rule of reciprocity, and you can learn more about why it is effective?here.

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